Information Based Credit Card Design

Abstract

This case describes the beginnings of the "product-design" process for a credit card at a bank using an information-based strategy. The bank has a variety of different products (12 versions of a credit card) and detailed information (summarized by a credit score) on several thousand potential customers. The question is which product(s) should be offered through direct mail to which customers. A Web-based exercise (UVA-M-0676S) accompanies this case.